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Universidad De Guayaquil Facultad De Ciencias Administrativas UNIVERSIDAD DE GUAYAQUIL FACULTAD DE CIENCIAS ADMINISTRATIVAS TESIS PRESENTADA COMO REQUISITO PARA OPTAR POR EL TÍTULO DE INGENIERÍA COMERCIAL TEMA: “PLAN DE NEGOCIOS PARA LA PRODUCCIÓN Y COMERCIALIZACIÓN DE CERVEZA ARTESANAL EN LA CIUDAD DE GUAYAQUIL” AUTORES: ZAPATA MEZA WILLIAM XAVIER ARTEAGA CASTRO CARLO FABRICIO TUTOR DE TESIS: HARO VELASTESGUÍ ANA GUAYAQUIL, FEBRERO, 2017 FICHA DE REGISTRO DE TESIS REPOSITORIO NACIONAL EN CIENCIAS Y TECNOLOGÍA FICHA DE REGISTRO DE TESIS TÍTULO “ PLAN DE NEGOCIOS PARA LA PRODUCCIÓN Y COMERCIALIZACIÓN DE CERVEZA ARTESANAL EN LA CIUDAD DE GUAYAQUIL” REVISORES: INSTITUCIÓN: Universidad de Guayaquil FACULTAD: FACULTAD DE CIENCIAS ADMINISTRATIVAS CARRERA: INGENIERÍA COMERCIAL FECHA DE PUBLICACIÓN: 23 DE ENERO DE 2017 N° DE PÁGS.: 104. ÁREA TEMÁTICA: EMPRENDIMIENTO, MARKETING, FINANZAS. PALABRAS CLAVES: cerveza artesanal, marketing, finanzas, investigación de mercado, producción. RESUMEN El mercado de la cerveza artesanal en el Ecuador no llega ni al 1% de la participación de mercado en relación a la bebida tradicional; esto representa una gran oportunidad para ingresar a un mercado que aún no ha sido explotado. La investigación cuantitativa realizada a una muestra de 385 personas de la ciudad de Guayaquil concluyó que la mayoría de personas ha consumido cerveza, el sabor es el principal factor que incide al comprar la bebida artesanal, la botella personal de vidrio es la presentación preferida, los consumidores tienen una sensibilidad media al precio, las redes sociales son el medio favorito para obtener publicidad. Por medio de la entrevista se determinó que el sabor depende de la calidad de la materia prima y de la temperatura de los ciclos de cocción y macerado; además se identificó que esta industria se encuentra en constante crecimiento. La inversión inicial para el proyecto es de $65,512.76, de los cuales los accionistas aportarán $25,000.00, mientras que $40,512.76 serán financiados; el precio al por mayor se determinó en $2.15 y el lote mensual proyectado de venta es de 6,664 botellas de 300 ml. El punto de equilibrio fue de 67,556 unidades y el período de recuperación fue de 4 años con 28 días; el TIR del proyecto fue del 27% y el VAN de $25,664.30 por lo que se considera el proyecto factible financieramente. N° DE REGISTRO(en base de datos): N° DE CLASIFICACIÓN: Nº DIRECCIÓN URL (tesis en la web): ADJUNTO PDF SI NO CONTACTO CON AUTORES: Teléfono: 0969670373 E - mail: [email protected] / [email protected] CONTACTO DE LA INSTITUCIÓN: Nombre: ABG. MARIANA ZUÑIGA. SECRETARÍA DE FCA. Correo: [email protected] ii CERTIFICADO DE ANTIPLAGIO Para los fines legales pertinentes, certifico que la tesis con tema “Plan de negocios para la producción y comercialización de cerveza artesanal en la ciudad de Guayaquil”, según informe del sistema antiplagio URKUND ha obtenido un 4%. __________________________________ FIRMA DEL DOCENTE TUTOR HARO VELASTEGUÍ ANA. TUTORA DE TESIS C.C. #0926239484 iii CERTIFICACIÓN DEL TUTOR Habiendo sido nombrada, HARO VELASTEGUÍ ANA, como tutora de tesis de grado como requisito para optar por título de INGENIERO COMERCIAL presentado por los egresados: ZAPATA MEZA WILLIAM XAVIER con C.I # 0923948228 ARTEAGA CASTRO CARLO FABRICIO con C.I# 0950085936 TEMA: “PLAN DE NEGOCIOS PARA LA PRODUCCIÓN Y COMERCIALIZACIÓN DE CERVEZA ARTESANAL EN LA CIUDAD DE GUAYAQUIL” Certifico que: he revisado y aprobado en todas sus partes, encontrándose apto para su sustentación. ______________________________________ FIRMA DEL DOCENTE TUTOR HARO VELASTEGUÍ ANA TUTORA DE TESIS C.C. #0926239484 iv RENUNCIA DE DERECHOS DE AUTOR Por medio de la presente certifico que los contenidos desarrollados en esta tesis son de absoluta propiedad y responsabilidad de ZAPATA MEZA WILLIAM XAVIER y ARTEAGA CASTRO CARLO FABRICIO autores de tesis, con C. C. #0923948228 y #0950085936, cuyo tema es: “TEMA: “PLAN DE NEGOCIOS PARA LA PRODUCCIÓN Y COMERCIALIZACIÓN DE CERVEZA ARTESANAL EN LA CIUDAD DE GUAYAQUIL” Derechos que renunciamos a favor de la Universidad de Guayaquil, para que haga uso como a bien tenga. ZAPATA MEZA WILLIAM XAVIER C.C. #0923948228 [email protected] ARTEAGA CASTRO CARLO FABRICIO C.C. #0950085936 [email protected] v DEDICATORIAS Dedico este trabajo a mi hijo Andre Benjamin Zapata Dorado, a mi esposa y a toda mi familia que me apoyó a alcanzar esta meta. ZAPATA MEZA WILLIAM XAVIER Dedico este trabajo a toda mi familia en especial a mi sobrino Daniel Sebastián Guevara Arteaga. ARTEAGA CASTRO CARLO FABRICIO vi AGRADECIMIENTOS Mi agradecimiento a mi esposa, madre, padre, hermano y tías por el apoyo brindado durante todo este proceso. ZAPATA MEZA WILLIAM XAVIER Mi agradecimiento a mi mama, papá y hermana quienes fueron mi apoyo constante. ARTEAGA CASTRO CARLO FABRICIO vii UNIVERSIDAD DE GUAYAQUIL FACULTAD DE CIENCIAS ADMINISTRATIVAS CARRERA INGENIERÍA COMERCIAL TEMA: PLAN DE NEGOCIOS PARA LA PRODUCCIÓN Y COMERCIALIZACIÓN DE CERVEZA ARTESANAL EN LA CIUDAD DE GUAYAQUIL. RESUMEN El mercado de la cerveza artesanal en el Ecuador no llega ni al 1% de la participación de mercado en relación a la bebida tradicional; esto representa una gran oportunidad para ingresar a un mercado que aún no ha sido explotado. La investigación cuantitativa realizada a una muestra de 385 personas de la ciudad de Guayaquil concluyó que la mayoría de personas ha consumido cerveza, el sabor es el principal factor que incide al comprar la bebida artesanal, la botella personal de vidrio es la presentación preferida, los consumidores tienen una sensibilidad media al precio, las redes sociales son el medio favorito para obtener publicidad. Por medio de la entrevista se determinó que el sabor depende de la calidad de la materia prima y de la temperatura de los ciclos de cocción y macerado; además se identificó que esta industria se encuentra en constante crecimiento. La inversión inicial para el proyecto es de $65,512.76, de los cuales los accionistas aportarán $25,000.00, mientras que $40,512.76 serán financiados; el precio al por mayor se determinó en $2.15 y el lote mensual proyectado de venta es de 6,664 botellas de 300 ml. El punto de equilibrio fue de 67,556 unidades y el período de recuperación fue de 4 años con 28 días; el TIR del proyecto fue del 27% y el VAN de $25,664.30 por lo que se considera el proyecto factible financieramente. Palabras Claves: cerveza artesanal, marketing, finanzas, investigación de mercado, producción. viii UNIVERSIDAD DE GUAYAQUIL FACULTAD DE CIENCIAS ADMINISTRATIVAS CARRERA INGENIERÍA COMERCIAL TEMA: PLAN DE NEGOCIOS PARA LA PRODUCCIÓN Y COMERCIALIZACIÓN DE CERVEZA ARTESANAL EN LA CIUDAD DE GUAYAQUIL. ABSTRACT The craft beer market in Ecuador does not reach even 1% of the market share in relation to the traditional drink; this represents a great opportunity to enter a market that has not yet been exploited. The quantitative research carried out on a sample of 385 people from the city of Guayaquil concluded that most people have consumed beer, the flavor is the main factor that affects when buying the craft drink, the personal glass bottle is the preferred presentation, the Consumers have a medium sensitivity to price, social media are the favorite medium to get publicity. Through the interview it was determined that the taste depends on the quality of the raw material and the temperature of the cooking and maceration cycles; In addition it was identified that this industry is in constant growth. The initial investment for the project is $ 65,512.76, of which the shareholders will contribute $ 25,000.00, while $ 40,512.76 will be financed. The wholesale price was determined at $ 2.15 and the monthly projected sale lot is 6,664 bottles of 300 ml. The break-even point was 67,556 units and the recovery period was 4 years with 28 days; The IRR of the project was 27% and the NPV of $ 25,664.30, making the project feasible financially. Keywords: craft beer, marketing, finance, market research, production. ix SUMARIO ANÁLITICO SITUACIÓN ACTUAL. ............................................................................................................ 4 CAPÍTULO #1 ......................................................................................................................... 37 PLAN DE MERCADEO .......................................................................................................... 37 CAPÍTULO #2 ......................................................................................................................... 46 ESTUDIO TÉCNICO .............................................................................................................. 46 CAPÍTULO #3 ......................................................................................................................... 66 ESTUDIO ECONÓMICO ........................................................................................................ 66 x ÍNDICE DE TABLAS Tabla 1. Fuerzas de Porter para la industria cervecera artesanal.............................................. 17 Tabla 2. Segmentación de mercados ........................................................................................ 18 Tabla 3. Características de los clientes ..................................................................................... 18 Tabla 4. Consumo de cerveza................................................................................................... 20 Tabla 5. Frecuencia de consumo de cerveza ...........................................................................
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